For three weeks in January 2007, the Pittsburgh Steelers media market was probably at its most competitive. Coach Bill Cowher had retired, and every outlet wanted to be the first to report his replacement. Sports Illustrated ultimately got the Mike Tomlin scoop, but that didn’t stop Mike Prisuta and The Tribune-Review from reporting that his source said the job would go to offensive line coach Russ Grimm.
Today, the media landscape is much more complicated. There are scores of Steelers-specific blogs, podcasts, and social media accounts. Practically all of them purport to have inside information at some point or another.